Since launching the most ‘instagrammable’ brand to-date in 2014, Emily Weiss has become one of the most trendy and inspiring young female professionals. Her posts are the bread and butter of Instagram, and her aesthetic is aspirational. When consumers are purchasing all of Glossier’s makeup and skincare products, they aren’t just buying products, they’re paying to be more like Weiss.

Described by fellow Schmooze writer Jenny Singer as having an Instagram page that is “like a stand-alone fashion magazine without advertisements”, Weiss has revolutionarily created a culture of female empowerment through embracing minimalist and natural beauty and celebrating her personal love for all things fashion and beauty.

Her constant reposting of her follower’s messages and pictures of them using Glossier products has undoubtably changed the game for the way businesswoman (and men, of course) develop and improve their businesses. Weiss’ use of social media to her advantage to constantly improve the empire that is Glossier sets a new standard.